Bott is a fan of the message suggested by this snip of what could be Crispin Porter & Bogusky's ad campaign for Microsoft. "Aligning its most vocal Vista critics with the Flat Earth Society is a clever way to get people's attention," the veteran Microsoft watcher wrote.

People have termed the upcoming advertising effort Microsoft's "fight back" campaign in reference to the company's near silence in the face of Apple's successful and biting "I'm a Mac. I'm a PC" campaign. So far, this campaign has done more to shape the popular perception of Vista than Microsoft has.

Bott, after following the link in the teaser, thinks Microsoft is not going to try to counter humor with humor. He cites text from the Vista page the teaser points to that offers a sober assessment of Vista's early shortcomings and explains how Microsoft and the broader industry have addressed them.